To succeed, BP required a strategic SEO and SEM alignment that could streamline messaging, improve keyword rankings, and maximize its share of search in the highly competitive energy space.
Competitor Encroachment: Competitors in both Google Ads and organic search were capturing critical market share on high-value terms, limiting BP’s ability to dominate search results.
Missed Visibility Targets: Key industry keywords failed to achieve target visibility, affecting organic reach and ad quality scores, and impacting BP’s ability to attract high-intent audiences.
Fragmented Brand Messaging: Inconsistent communication between paid and organic campaigns led to brand ambiguity, lowering conversion rates and weakening BP’s market presence.
BP aimed to reinforce its position as an authority in the energy sector while ensuring a unified, powerful message across both SEO and SEM channels. Facing increasing competition and a rapidly evolving market, BP encountered several critical issues:
Targeted Content & Keyword Strategy
Edgy developed a targeted content and keyword strategy, creating and refining content around BP's most critical terms to boost visibility across both paid and organic channels. By conducting real-time analysis of campaign goals, keywords, and ad messaging, we ensured BP's content consistently reached key audiences and strengthened its presence in search.
Optimized Ad Quality Scores
We aligned SEO efforts with SEM strategies, focusing on optimizing target pages to improve quality scores, drive higher click-through rates (CTR), and attract more qualified traffic. This alignment allowed BP to capture more clicks, maximize ad efficiency, and increase conversion rates.
Competitor Analysis for Strategic Advantage
Edgy conducted a comprehensive analysis of BP's Google Ads and organic competitors, uncovering strategic opportunities to boost BP's visibility on high-impact terms. By addressing competitor tactics, we helped BP regain market share and improve its standing on key search terms.
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16% Increase in CTR for “Always On Search” campaign
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